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At the end of the course, students can:
- Name, describe and recognise the role of communication and how this relates to the other instruments in the marketing process;
- Name, describe and recognise the principal forms and strategies of marketing communication;
- Name, describe and recognise relevant theories, models, and research findings about consumer behaviour, and attitudes and influencing behaviour through communication;
- Critically reflect on their knowledge about the above topics above and apply this knowledge to analyse, evaluate, and design marketing communication activities.
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Organisations functionally employ communication to stimulate the sales of products or services among specific target groups. In this course, the student will become acquainted with the basic principles of marketing communication and the position of communication in the marketing process. Central themes in this course are the various communication strategies used by profit and non-profit organisations to positively influence the mind-set of consumers with regard to their product(s), service(s), or brand(s), which are all discussed from an intercultural perspective. The course will discuss the most important manifestations of marketing communication, such as advertisements, branding, public relations, and (electronic) word-of-mouth. The course will offer students insights into theories and models of consumer behaviour and the way communication can be used to (subconsciously) influence attitudes and behaviour. In addition, the course will discuss the active role of the consumer in social media marketing besides traditional marketing communication media.
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